The Influence of Short Length Video (Reels) Marketing on Generation Z Consumer’s Purchase Intentions (In the Case of Mongolia)

Abstract

As the world develops rapidly, the number of Internet users, especially social media users and the main marketing tool is based on social media. It was considered important to highlight Reels videos, especially the generation Z, and include them in the research work due to the fact that users watch videos a lot and get most of their information from them. A correlational model was used between how daily videos affect their purchase motivation and how they perceive the brand. This research is motivated by the large number of internet users in Mongolia, as well as the use of Instagram with a variety of useful features provided, one of which is the Reels feature. The purpose of this study is to find out how the influence of the Reel feature on Instagram and other social media platforms can have a direct effect on consumer’s purchase intentions can also be influenced indirectly through brand attitudes. The results of this study indicate that variables based on independent scenarios, user participation, perceived benefits, attractiveness of influencers involvement directly have a positive and significant effect on consumer brand attitudes, and brand attitudes also play a positive and significant role in influencing consumer’s purchase intentions.